The Influence of Viral Marketing and Brand Image on Purchase Decisions through E-Trust: Study on Avoskin Skincare Customers

Chairatun Nisa’il Firdausi Madjid; Sudarmiatin; Agus Hermawan

doi:10.59889/ijembis.v2i2.73

Authors

Chairatun Nisa’il Firdausi Madjid Universitas Negeri Malang
Sudarmiatin Universitas Negeri Malang
Agus Hermawan Universitas Negeri Malang

DOI:

https://doi.org/10.59889/ijembis.v2i2.73

Keywords:

Viral Marketing, Brand Image, Purchase Decision, E-Trust

Abstract

Viral marketing is a trend that can attract consumers' attention through social media. This study aims to determine the effects of viral marketing and brand image on purchasing decisions through e-custrust. This research is a quantitative study using the SPSS 22 program. The population of this study is Avoskin Instagram followers. The sample in this study was 200 respondents. In addition, to test the eligibility of the instrument, test validity and reliability used conventional hypothesis tests and hypothesis tests—path analysis technique. The results of this study indicate that (1) viral marketing has a positive and significant effect on electronic tractrum, (2) brand image has a positive and significant effect on marketing e-traust viruses (3) has a positive and significant effect on purchasing decisions, (4) The positive and significant influence of the brand image on purchasing decisions, (5) e-custrust has a positive and significant effect on purchasing decisions. Based on the study results, the advice for company players is to provide more attractive advertisements for consumers, create a more attractive product conception and determine products according to their needs

Downloads

Download data is not yet available.

References

Ahmed, H. M. S. (2018). A Proposal Model for Measuring the Impact of Viral Marketing Through Social Networks on Purchasing Decision: An Empirical Study. International Journal of Customer Relationship Marketing and Management (IJCRMM), 9(3), 13-33.

Alotaibi, T. S., Alkhathlan, A. A., & Alzeer, S. S. (2019). Instagram shopping in Saudi Arabia: what influences consumer trust and purchase decisions. Int. J. Adv. Comput. Sci. Appl, 10(11).

Anna, L. (2019) Mengapa Remaja Sudah Butuh Pakai Skincare. https://lifestyle.kompas.com/read/2019/08/14/062300120/mengapa-remaja-sudah-butuh-pakai-skincare?page=all

Andreasen, A. R., Kotler, P., & Parker, D. (2008). Strategic marketing for nonprofit organizations.

Auliya, A. P., Putra, E. R. S., Dewi, S. P., Khairunnisa, Z., Sofyan, M., Arifianti, F., & Rahmawati, N. F. (2022). ONLINE BUSINESS TRANSFORMATION IN THE COVID-19 PANDEMIC ERA (CASE STUDY OF MSME ACTIVITIES IN TANGERANG CITY). International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1). http://dx.doi.org/10.29040/ijebar.v6i1.4744

Cahyani, N. S., Lapian, S. L., & Tumiwa, J. (2017). The effect of brand image, perceived prce and perceived quality on consumerspurchase decision of pond’s skin care product. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 5(2).

Cruz, D., & Fill, C. (2008). Evaluating viral marketing: isolating the key criteria. Marketing Intelligence & Planning.

Djatmiko, T., & Pradana, R. (2016). Brand image and product price; its impact for Samsung smartphone purchasing decision. Procedia-Social and Behavioral Sciences, 219, 221-227.

Durianto, D. (2004). Brand equity ten strategi memimpin pasar. Gramedia Pustaka Utama.

Gefen, D. (2002). Customer loyalty in e-commerce. Journal of the association for information systems, 3(1), 2.

Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10), 1000-1006.

Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100.

Rahmawati, N. F., Toana, R. D. A., & Sofyan, M. (2021). Customer Relationship Marketing di Ramayana Departement Store Pada Masa Pandemic Covid-19. Jurnal Apresiasi Ekonomi, 9(3), 372-378. https://doi.org/10.31846/jae.v9i3.425

Riyanto, A. 2020. Hootsuite (We are Social): Indonesian Digital Report 2020. https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2020/.

Sidharta, R. B. F. I., Sari, N. L. A., & Suwandha, W. (2018). Purchase Intention pada Produk Bank Syariah Ditinjau dari Brand Awareness dan Brand Image dengan Trust sebagai Variabel Mediasi. MIX: Jurnal Ilmiah Manajemen, 8(3), 562-578.

Sembiring, B. K. F., & Ananda, S. (2019, March). The effect of viral marketing and customer trust on online shop purchase decisions based on application in faculty of economic and business Universitas Sumatera Utara. In Multi-Disciplinary International Conference University of Asahan (No. 1).

Suhaily, L., & Darmoyo, S. (2017). Effect of product quality, perceived price, and brand image on purchase decision mediated by customer trust (study on Japanese brand electronic product). Jurnal Manajemen, 21(2), 179-194.

Triani, A., Anastaqiya, B., Setiawan, E. B., & Octora, Y. (2019). The Role of Reverse Logistics Capabilities in Improving Trust and Purchase Decision in Indonesian E-Commerce. Advances in Transportation and Logistics Research, 2, 465-472.

Yousaf, Z., Sahar, N., Majid, A., & Rafiq, A. (2018). The effects of e-marketing orientation on strategic business performance: Mediating role of e-trust. World Journal of Entrepreneurship, Management, and Sustainable Development.